Alibaba's online licensing platform, Alifish has been named as the British Museum's e-retailing and merchandise licensing partner in China.

The British Museum secures ‘landmark retail partnership’ with Alibaba

The British Museum has secured what it bills a ‘landmark partnership’ with the world’s leading retail commerce company, Alibaba Group.

Alibaba’s online licensing platform, Alifish has been named as the British Museum’s e-retailing and merchandise licensing partner in China in a partnership that will see the group’s licensed products made available to consumers across the territory in a British Museum-branded online store.

The store will be hosted on Alibaba’s popular online marketplace

Part of The British Museum’s licensing programme managed by TSBA Group, the deal will not only see Alifish provide e-retailing and data mining support to the firm but also see a range of physical retail outlets launched by Alfilo Brands – a licensee partner of British Museum in China.

The British Museum brand has reached particular popularity among Chinese visitors to London, many of whom visit the British Museum as part of their trip.

Craig Bendle, manager of merchandise licensing, British Museum, says: “It is an exciting prospect for the British Museum to be working with a company of Alibaba’s stature as part of the Museum’s product licensing campaign.

"The British Museum is a museum of the world, for the world and this programme provides a unique opportunity to share the Museum through both online and physical store activities. We are very excited to be showcasing details from the British Museum’s collection exclusively in China on the Alifish licensing platform and to see the establishment of a range of British Museum stores across China, filled with attractive, quality products inspired by objects from the Museum’s collection.”

Hong Ying, general manager of Alifish, Alibaba Group’s licensing and entertainment business unit, added: “Alibaba are proud to be a partner of the British Museum with an online platform to directly engage new audiences and bring history cared for by the British Museum to the homes of the Chinese consumer.

"We will leverage our sophisticated data insights to connect manufacturers with the British Museum’s IP portfolio to develop authorised, branded products. The British Museum is the most visited attraction in the UK and our collaboration with the Museum allows hundreds of millions of Chinese consumers to experience and enjoy some of the most important milestones in human history.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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